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MARCH 2011 VOLUME 49, NUMBER 3 Print Is Green Educating Customers About Your Sustainable Business Practices and Environmental Responsibility PAGE 30 To End Users, Green Is the New Normal PAGE 40 F

PRINT SOLUTIONS MAGAZINE March 2011 FEATURES PERSPECTIVES 04 EDITORS NOTE Tired Topic Think Again By John Delavan 06 PRESIDENTS MESSAGE Full Speed Ahead By Bill Prettyman 30 COVER STORY Educate

EDITORS NOTE Tired Topic Think Again BY JOHN DELAVAN, EDITORINCHIEF Volume 49, Number 3 March 2011 N ot long ago, when I served as editorinchief for another associations magazine, I experienced on

PRESIDENTS MESSAGE Full Speed Ahead PSDA is quickly moving forward to better serve its members by focusing on five principal strategies and delivering enhanced value through its events, publications

PRESIDENTS MESSAGE end users seek. We hope to engage more technology providers, in particular, and are working to identify and recruit those that have an affinity for print and business models that w

PRESIDENTS MESSAGE Our enduser customers are seeking comprehensive communications solutions for their businesses. PSDA will continue to support print as the primary product, but will also support our

PSDA NEWS PSDAs 2011 Print Solutions Conference and Expo The Years Most Important Print Distribution Event The 2011 Print Solutions Conference and Expo, May 1719 at Chicagos Navy Pier, will provide m

PSDA NEWS Submit Your Best Work for the 2011 PEAK Awards by March 31 PSDA is now accepting submissions for the 2011 Print Excellence and Knowledge PEAK Awards. This prestigious competition highlights

SPECIAL REPORT PSDA Means Business Nearly 100 principals convene in New Orleans for the 15th annual CEO Summit and leave with a plethora of ideas and strategies to grow their businesses. By all acco

EDUCATION CEO SUMMIT RECAP T he CEO Summit educational program included several vital sessions from premier presenters, among them Bob Lieber of Original Thought, LLC, who kicked off the event with

EDUCATION CEO SUMMIT RECAP 16 PRINT SOLUTIONS MARCH 2011 PSDA.ORG The FSCSFI logos running on the adjacent inserted page pertains to that page alone the rest of this publication prints on nonFSC

NETWORKING CEO SUMMIT RECAP B eyond the educational sessions, CEO Summit attendees had ample opportunities to network and share best practices for their business. Many said that the side conversati

SPECIAL VOLUNTEER EVENT hile in New Orleans for PSDAs 2011 CEO Summit, several PSDA staff members and conference attendees volunteered to spend a day constructing homes with St. Bernard Project, a non

CEO SUMMIT RECAP Attracting and Retaining New Talent BY CLAUDIA ST. JOHN How might we attract and retain new talent particularly Generation Y, tech savvy professionals This question engaged more tha

Arts Education and Research Fund has a job board www.graphiccommcentral. org and a listing of schools with graphic arts accreditation programs by state www.gaerf.orgPrintED AccreditedPrograms.aspx. E

CEO SUMMIT RECAP Taking Bold Steps in a World of Uncertainty BY GREG COLLINS I n preparation for my CEO Summit workshop, I consulted with many PSDA members who generously discussed their concerns a

operating income. Then, pull yourself away from your emotional attachment to the figures and rationalizations by looking through the mirror as if you were buying the company. Are the trends sustainabl

CEO SUMMIT RECAP Gaze at the Stars Still seeking inspiration Thats terrific news because it opens a universe of opportunity. This stage requires real bets, true conviction and time. Its also where th

ways to separate the core business from the new ventures. efforts, that honesty establishes a foundation for creative thinking. More buyers today are taking disciplined approaches that will test for

PSDA PROFILE Agile and Adaptable Under Jon Sooys leadership, Californiabased distributorship Golden Pacific Systems has built a substantial book of business by leveraging its staffs vast knowledge an

Environmental responsibility is a key issue and opportunity in todays print market. At DATATEL, we fully support the efforts to promote responsible forest management throughout the industry. DATATEL r

PSDA PROFILE said. We can sell virtually anything. We actually have one client for whom we distribute wallpaper. Outside of work, Sooy enjoys home improvement projects, as well as taking time to work


E D U C AT E YO U R C U S T O M E R S As more end users consider environmental responsibility and sustainable business practices important, its essential that print manufacturers and distributors un

PRINT IS GREEN But when we see a beautiful pasture with grazing cows, a field with newmown hay or endless acres of corn, we think it is beautiful. The fact is that those beautiful scenes were once fo

Easy Greening with Environmental Certifications Want to help your customers go green quickly and easily Encourage them to spec paper certified by an environmental organization. These certifications ar

PRINT IS GREEN Print manufacturers are making huge investments in more environmentally responsible manufacturing. Next is the commitment of individual printers to sustainability. Many print manufactu

PRINT IS GREEN Print vs. Electronic Media Which Is Greener BY HEIDI TOLLIVERNIGRO E verywhere you look, electronic media, including email and Internetbased marketing, are being positioned as the gr

Then there is the problem of endoflife. We throw away far more electronic gadgets than we should and even those organizations that have take back programs dont have a good place to collect, reuse, or


To End Users, Green Is the New Normal Environmentally friendly distributors used to be novel. Today, theyre necessary, as more businesses seek vendors with defined sustainability initiatives. BY DARIN

Video Promotes Pictoral Offsets Green Path Deb Flynn and Pam Stomel call themselves the Green Girls. Flynn, marketing assistant for Carlstadt, New Jerseybased Pictorial Offset Corporation, one of the

Check Out More on Sustainability from Kodak Going green means learning more about the issue. Kodak has developed a Green Kit, an online guide that includes an easytounderstand overview of the sustaina


For Print Distributors, A New Era of Sustainability Green 2.0 in the print industry is less about posturing and more about practices that generate economic, social and environmental performance. Heres

A NEW ERA OF SUSTAINABILITY Six Questions to Ask Yourself Proactively addressing sustainability can position your distributorship to meet the growing demand for greener products and sustainable suppl

components, and enable print applications that minimize the amount of ink, paper, and energy required for traditional mass mailings Unified workflow solutions that reduce waste and enable automated p

A NEW ERA OF SUSTAINABILITY Eco Expert Its Time to Reframe the Print vs. Digital Debate Printing industry professionals maintain that sustainably harvested timber used for papermaking is not contribu

A NEW ERA OF SUSTAINABILITY 13 Things You Can Start Doing Today Your distributorship can make immediate changes to become greener and launch meaningful sustainability initiatives. Here are 13 actions

www.psda.orgconference 2011 Print Solutions Conference and Expo May 1719 Navy Pier Convention Center Chicago, IL Convene with more than 1,200 of your colleagues from around the world at PSDAs large

Will Email Eat Prints Lunch Only If You Let It Theres no question email has its place in the broader marketing mix, but its not a direct replacement for print. In fact, in many ways, print still deli

I s your print business threatened by email Email is being promoted as the inexpensive many people think free alternative to print that accomplishes the same thing for less money. But when you look m

WILL EMAIL EAT PRINTS LUNCH Acquisition Cost and SpeedofDelivery Comparison EMedia Vs. Digitally Enhanced Direct Mail Todd Butler, chief executive officer of Butler Mailing Services in Cincinnati, ha

WILL EMAIL EAT PRINTS LUNCH Mitchell Resnikoff, a fullservice ad agency in Philadelphia. For email, the ISPs have made it easier for consumers by putting tighter holds on mail reaching our inboxes.

Andy Cutler, chief strategy officer for Mercury121, writing in the November 10, 2010 issue of Direct Marketing News Direct Mail Gains New Potency, notes that because each mail piece is not competing w

WILL EMAIL EAT PRINTS LUNCH Marketing Report Predicts Significant Increase in Direct Mail Late last year, market research company Global Industry Analysts Inc. announced the release of its report ent

You cant do it by email alone. I know of one software company thats having a really crappy year but then, all the company is doing is email to upgrade. The company hits me so often that I have starte

CASE STUDY Ace in the Hole A PSDA member distributor hits the green creatively to promote the company as sponsor of a hole at a local golf tournament. BY AMIE SHAK In this case study, Print Solution

As VDP projects go, it was easy to get a clean database for this project. The local Better Business Bureau, which sponsored the tournament, could easily provide a list of the players who had registere

INDUSTRY NEWS COMPILED BY FRANCES MOFFETT News The Cooley Group Unveils New Brand Identity, Business Approach Affiliate, members of CPPA are entitled to discounts on a variety of SAGE services, inc

INDUSTRY NEWS new Social Media Field Guide published by the Printing Industries of America. This guide, written by Julie Shaffer and Mary Garnett, is a handy resource that helps printers to understan

INDUSTRY NEWS portfolio in advertising and promotional products, as well as extending its sales channel and global market presence. KBA Holds Invitation to Innovation Open House for SmallFormat Pres

Your Best Source for Direct Mail and Promotional Printing PrintXcel delivers up to 16 color printing with UV driers in a variety of formats including integrated and affixed cards and labels, direct ma

INDUSTRY NEWS People Regency Office Products Adds to Leadership Team PSDA member Regency Office Products, an independently owned office supply company and print and promotional products distributor,

INDUSTRY NEWS Products Formax Introduces Two New Products Relyco Launches Check Printing Software Solution PSDA member Relyco, a provider of valueadded business printing solutions, recently launched






ADVERTISER INDEX Companies that advertise in Print Solutions provide vital financial support for the Print Services Distribution Association PSDA and deliver products and services of tremendous valu

FINAL THOUGHTS Avoiding Michael Scott Six Steps to Successful Recruitment BY LISA RITCHIE nyone who has watched NBCs The Office knows how annoying Steve Carells character, Michael Scott, is. Could yo